The Vila Olimpica Gym Campaign Encourages Women to 'Be Independent'

The Vila Olimpica Gym campaign encourages women to "be independent," as stated in its tag line. It illustrates this newfound independence with a common gag: a woman stands in front of a man so that his arms can wrap around her as if they were her own. Strong and muscular, it alludes to the strength women will come to have when they begin working out more regularly. They will be able to open their own wine bottles and olive jars with no difficulty.